MARKETING

New Campaign: Knott’s Berry Farm has come up with a new campaign that pulls together its disparate attractions under the line, “The Difference is Real.”

Before this, Knott’s often seemed to have an identity problem. But this campaign attempts to pull together the image of the Buena Park attraction. “History is not under glass at Knott’s,” the copy reads. “It lives and works and talks about America.”

The only thing wrong with the campaign is that it’s for the press only. According to a company spokeswoman, Dana Hammontree, the theme is for Knott’s new 1994 press kit, which is produced in-house.